marketing tools
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Team collaboration
We need tech purpose-built for creative review
In parts 1 & 2 of my trilogy on the power of creative in content marketing, I’ve examined the mistake marketers make in prioritizing data over creativity and explored why technology has boosted our ability to automate and analyze campaigns, but not to create them. Now it’s time to look…
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Team collaboration
Time for tech to play a role in the creative process
Yesterday I looked at how marketers too often focus time and energy on their relatively new automation and analytics tools to the exclusion of creative. Yet, it’s the latter – especially when you consider the power of visual content – that ultimately attracts and persuades the audiences our current marketing…
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Marketing
The power of creative in content marketing
One of the biggest mistakes I see marketers making today is focusing their already limited resources, time and energy on data and segmentation to the exclusion of creative. This is a mistake because creative is a critical part of your content marketing and needs an equal seat at the table.…
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Team collaboration
Four creative process tools for the right-brain marketer
This is an updated version of this post, originally published in April 2015 19th century department store tycoon John Wanamaker is credited with inventing the money-back guarantee, hiring the first full-time copywriter and being the first retailer to realize the power of full-page newspaper ads. Despite his belief in the…
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